PPC for domains v PPC for search

In a huge study Efficient Frontier has looked at PPC advertising for their automotive clients and found their clients receive twice the conversion rates from domains at a comparable cost per click as search.

“The benefits of separate content bidding are apparent in the results. When Efficient Frontier started implementing content bids for their clients, they observed an average 250 percent lift in conversion rates on the content network, including on domain park sites. In addition, Efficient Frontier utilized site exclusion to refine targeting and boost conversion rates further. “We try to educate our clients on the positive ROI impact of content bids and site exclusion,” states Hanson. “Sometimes excluding even a single site, which isn’t performing well, can have a drastic positive impact on conversion rates.”